The efforts in 2012-13 by New York City mayor Michael Bloomberg to ban the sale of extra large soft drinks failed precisely because critics viewed it as an intrusion into the individual’s right to make their own dietary choices. “New Yorkers need a mayor, not a nanny,” shouted a full-page advert in the New York Times. And when a school near Rotherham in northern England eliminated Turkey Twizzlers and fizzy drinks from its canteen, outraged mothers rose in protest, insisting that their children had the right to eat unhealthy food. [...]
Today’s somewhat uneasy marriage of public health and individual choice is the result of new ideas that emerged during the Enlightenment. During the 18th century, states across Europe began to rethink the bases of national wealth and strength. At the heart of these new ideas was a new appreciation of what we would now call public health. Whereas in earlier centuries rulers wished to prevent famines that might cause public unrest, in the 18th century, politicians became increasingly convinced that national strength and economic prowess required more than an obedient population disinclined to riot. [...]
Clearly, to do this required an ample supply of nourishing, healthy food. There was a growing consensus across Europe that much of the population was crippling itself with poorly chosen eating habits. For instance, the renowned Scottish physician William Buchan argued this in his 1797 book Observations Concerning the Diet of the Common People. Buchan believed that most “common people” ate too much meat and white bread, and drank too much beer. They did not eat enough vegetables. The inevitable result, he stated, was ill health, with diseases such as scurvy wreaking havoc in the bodies of working men, women and children. This, in turn, undermined British trade and weakened the nation. [...]
These potato-fanciers never suggested, however, the people should be obliged to eat potatoes. Rather, they explained, patiently, in pamphlets, public lectures, sermons and advertisements, that potatoes were a nourishing, healthy food that you, personally, would eat with enjoyment. There was no need to sacrifice one’s own well-being in order to ensure the well-being of the nation as a whole, since potatoes were perfectly delicious. Individual choice and public benefit were in perfect harmony. Potatoes were good for you, and they were good for the body politic. [...]
As in the 18th century, in today’s China the idea is that everyone – you, the state, the population as a whole – benefits from these healthy eating campaigns. If everyone pursued their own self-interest, potato advocates past and present have argued, everyone would eat more potatoes and the population as a whole would be healthier. These healthier people would be able to work harder, the economy would grow and the state would be stronger. Everyone would benefit, if only everyone just followed their own individual self-interest.
